Jordana Cosmetics 12HR Made to Last Liquid Eyeliner and Eyeshadow Pencils Review

This post may contain affiliate links, which means I may receive a small commission, at no cost to you, if you make a purchase.

This Budget-Friendly Brand is Easy on the Eyes

Jordana 12 hour pencils 

I love high-end cosmetics and receive or buy them often. But there is thrill in finding low-cost brands that perform as well as their more expensive counterparts. Jordana Cosmetics has some great new products for the eyes that really give the big-buck brands a run for the money.

Jordana Cosmetics has been in business for twenty-five years, producing quality, mostly made in the US, value-based makeup that is constantly recognizing ever-changing trends in the cosmetic world. I sampled their new 12HR Made to Last Liquid Eyeliner and Eyeshadow Pencils. There were no disappointments here, these pencils are standouts.

Jordana 12 hour liquid eyeliner pencil

First off, the 12HR Made to Last Liquid Eyeliner ($2.49) is not liquid at all but a pencil. The pencil glides incredibly smoothly, depositing creamy and intensely pigmented color along the way. Then it stays put. That’s the cincher: a pencil eyeliner that applies like a dream, then stays put like a liquid. These gems are available in six shades:

Jordana 12 hour liquid eyeliner pencil

06 Jade Jewel – dark shimmery emerald
04 Purple Fix – deep regal purple with light purple shimmer
02 Espresso Last – dark matte brown
03 Charcoal Definition – medium shimmery grey
01 Black Point – uber dark matte black
05 Aqua Stone – light electric blue shimmer

Jordana 12 hour liquid eyeliner pencil swatchesJade Jewel, Purple Fix, Espresso Last, Charcoal Definition, Black Point, Aqua Stone

I tried this liner in Aqua Stone, a bright and shimmery light blue and Black Point, a true black. The brighter colors do seemed geared to a younger set (a lot of their press is in Seventeen magazine) but is absolutely wearable for the more mature woman.

I lined my neutral top lid with the Aqua Stone for a very age-appropriate pop. The black is the one I’m going to go back for, though. 12 HR Made to Last Liquid Eyeliner out-performed a recent high-end long last liner I used. At $2.49, this is a no-brainer. These liners are water resistant, paraben-free and made in the U.S.A. Go America!

Jordana 12 hour eyeshadow pencil

The Jordana Cosmetics 12HR Made to Last Eyeshadow Pencils ($3.99) are Liquid Eyeliner’s chubby sister. By that I mean that they seem to be formulated similarly to the skinny pencils but have that big crayon build.

Jordana 12 hour eyeshadow pencil

I sampled these in Eternal White, Endless Emerald and Prolong Purple. These lasted all day in the heat (I did use primer as I always do) so color me impressed. These also apply very creamy but do dry quickly, so I suggest working fast to blend. I mostly used these as liners though the white is a great highlighter. These shadows are a steal for about four bucks, and are also water resistant and paraben-free. Beauty lovers cans can pick from eight available colors:

Jordana 12 hour eyeshadow pencil

07 Prolong Purple – bright regal purple with light purple shimmer
03 Tenacious Brown – dark matte brown
06 Aqua Last – light electric blue shimmer
08 Endless Emerald – dark shimmery emerald

Jordana 12 hour eyeshadow pencil

05 Pink Evermore – light frosty white pink
02 Stay on Black – uber dark matte black
04 Continuous Almond – light matte nude
01 Eternal White – bright matte white

Jordana 12 hour eyeshadow pencil swatchesProlong Purple, Tenacious Brown, Aqua Last, Endless Emerald, Pink Evermore, Stay on Black, Continuous Almond, Eternal White

If most of these descriptions sound familiar, it’s because these are nearly identical to their matching eyeliner shades. Smart!

Jordana 12 hour eyeshadow pencil swatchesA closer look at Prolong Purple, Tenacious Brown, Aqua Last and Endless Emerald

Jordana 12 hour eyeshadow pencil swatchesAnd Pink Evermore, Stay on Black, Continuous Almond and Eternal White

I love keeping bargain brands that I can depend upon in a pinch on my radar. And Jordana Cosmetics and their 12HR Made to Last Liquid Eyeliner and Eyeshadow Pencils will always be in my sight when cruising the drugstore aisle!

Ladies – do you love your secret inexpensive makeup staples? Tell me more in the comments!

photos: we heart this, swatches shown on NC25/30 skin tone


  • sherrishera

    Sherri is a writer, dog lover, old movie fanatic, history detective, political junkie, fashion pundit and social media consumer advocate. “A fancy dinner and expensive champagne are better than writing a rent check any day of the week.” skin tone: NC 25 skin type: oily/sensitive favorite beauty product: anti-aging anything

    View all posts


  1. Very impressive load of pigmentation there! And they are made well too! Who wouldn’t want these? What a bargain- better than two buck chuck! I love it when you don’t’ have to go over the line you lay down on your lids over and over just to see the color. I’ve recently started using silver liner over steel blue and love the look it makes.. It widens the eye a bit and makes me not look so tired! :) Great swatches and review, @stef! The pencils look AMAZING! Gotta get me some!

  2. I’m digging the Tenacious Brown eyeshadow pencil. Goes on super smoothly and the large crayon style is good for someone who tends to flub a lot with little pencils (like me!). So creamy and sets in a heartbeat like @sherrishera said. What a steal!

  3. Great review @sherrishera ! I was the lucky tester of the dark brown color called Espresso Last. It is easy to apply, my sensitive eyes did not have any issues. I love to know about good performing products I can get at the drugstore! I want to pick up some other colors.

  4. I got one of the eyeliner pencils in “aqua stone” and loved it! I only wish they had done a shimmery pink and/or white in the thinner pencil style (though the pink eyeshadow pencil does look quite nice).

    1. It’s hard to believe these are only 3 bucks, isn’t it? Thanks for your comment!

  5. Wow, only $2.49 for those eyeliners?! AND they last longer than certain high-end liners?! You’ve changed my entire life in just a few sentences :)

  6. Aqua Last is my favorite of the group. I used it as a chunky eyeliner and it’s a great pop of blue that I’ve been looking for. Worked great as a liner and stayed in place with no transfers.

  7. Jordanna is such a great but underrated brand!! Great quality for a great price! I am so glad that more people are discovering this fantastic line of products.

  8. I had to do a double take– $2.49 for those beautiful liners?! I’ve never noticed Jordana in my local stores before, but I’ll be on the hunt now. Thanks, @sherrishera !

  9. I’ve seen Jordana in various Walgreens, but have never thought about picking it up until I read this post. Gonna have to try out those liquid eyeliners and the crayon in Almond!

  10. I really have nothing bad to say about these. Add a sharpener and they’d be absolutely perfect. That’s far from a complaint, but their creaminess wears down quickly so if you carry it in your purse be sure to lug a sharpener. Really, really impressed by these.

Leave a Reply

Your email address will not be published. Required fields are marked *